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Presentation given at the Open Mobile Alliance Messaging Workshop 12 July 2012, Brooklyn USA. Presentation covers:Why didn’t the first phase of free OTT Messaging (Instant Messaging) in the nineties and naughties kill SMS?Reviewing the OTT messaging landscape: Apple iMessage, Skype, Whatsapp, Viber, Tango, Voxer, Facebook, PingMe, Vonage, Tu Me (or is it Me Tu?)…. In fact messaging is embedded in many applications, web sites and services, e.g. Words with Friends, Draw Something, xbox live, PS network, Comcast.com, etc.Understanding the business model for the current hyped up OTT apps beyond “Facebook will buy us for One Billion dollars!”
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The Over The Top Messaging Landscape
Issue 1.0
July 2012
www.alanquayle.com/blog
© 2012 Alan Quayle Business and Service Development
Outline
• Why didn’t the first phase of free OTT Messaging (Instant
Messaging) in the nineties and naughties kill SMS?
• Reviewing the OTT messaging landscape:
o Apple iMessage, Skype, Whatsapp, Viber, Tango, Voxer, Facebook,
PingMe, Vonage, Tu Me (or is it Me Tu?)….
o In fact messaging is embedded in many applications, web sites and
services, e.g. Words with Friends, Draw Something, xbox live, PS
network, Comcast.com, etc.
• Understanding the business model for the current hyped up OTT
apps beyond “Facebook will buy us for One Billion dollars!”
INSTANT MESSAGING
HISTORY
Silos!!!!!!!!!
XMPP did find a role in the enterprise: Business Model is Enterprise Pays
Don’t Forget A Key Event in SMS History
• The first text message (or 'telenote' as it was originally called) was sent on 3rd
December 1992 by Neil Papworth to colleagues at Vodafone and said 'Merry
Christmas'.
• The commercial launch of SMS took place in 1995
• 1998 - Interconnect between UK Operators O2, Orange,
Vodafone and T-Mobile
• The first recorded monthly text message total was 5.4 million in April 1998
• August 2001 was the first month in which over one billion messages were sent in the
UK
• December 2002 - 1 billion SMS per day were exchanged globally
In 1998 operators did what the free IM services could not, and it just worked!
OTT Business Models
Hope for Advertising
Revenue
Analytics / Advertising
(Groupme, Voxer, Viber)
Hope customer pays something
Cute messages / effects (Tango)
Annual Fee (Whatsapp)
Calls to / from the PSTN (Skype)
Value for the community
Xbox live
Partner with Telcos
Skype, Whatsapp
Key Points
• National cross-platform interoperability is essential for customers
o No configuration, no funky pricing, no content adaptation problems, it just works
o Can not afford the messy start of MMS
• Transparent interoperability is the most important thing an operator can do for
their customers to remain relevant
• OTT’s love their silos
o Skype is unlikely to allow interop with Viber and Whatsapp, so they can grab their users;
though many of their users also use Viber and Whatsapp.
o OTT’s will continue to focus on giving delightful experiences within their silos
• Messaging is just a feature, we have conversations and relationships
o That’s why Apple and Google (Android) remain the real long term threats
• An operator’s only weapon is cross-carrier interoperability, without it they’re
dead